Question 1

Public watchdog groups are critical of ad campaigns for some video games that use sex appeals and glamorize violence. How should an ad agency respond to these critics if it wishes to avoid the enactment of additional laws limiting its creativity?

Accepted Answer

Taking steps toward self-regulation and imposing standards that reflect societal values can help the ad agency address the concerns of watchdog groups and potentially avoid additional restrictive laws.

Question 2

An e-mailed announcement that was sent to members of the business press from German pharmaceutical giant Bayer stating that it was looking for a buyer for its household insecticide business as part of its restructuring program is an example of which type of publicity tool?

Accepted Answer

A news release is a written or recorded communication directed at members of the news media for the purpose of announcing something newsworthy, such as Bayer's intention to sell its household insecticide business.

Question 3

Methods for obtaining nonpersonal presentation of an organization, product, or service without direct cost, such as news releases, news conferences, and public service announcements, are referred to as

Accepted Answer

Publicity tools are methods used to gain media coverage and public attention without direct cost, such as news releases and public service announcements.

Question 4

A publicity tool that is heavily relied on by nonprofit organizations, and which involves free space or time donated by the media, is referred to as a

Accepted Answer

Public service announcements (PSAs) are free advertisements provided by the media to promote programs, activities, or services of governments or nonprofit organizations.

Question 5

The increasing effort by advertising agencies, trade associations, and marketing associations to impose standards upon themselves that reflect the values of society is referred to as

Accepted Answer

Self-regulation refers to the process where organizations voluntarily adhere to guidelines and standards that align with societal values, without external enforcement.

Question 6

In Fallon Worldwide's organizational structure, copywriters are part of the ________ department.

Accepted Answer

Copywriters are responsible for creating the text for advertisements, marketing materials, and other written content. This work is typically done in the creative department of an organization.

Question 7

A common publicity tool is the ________, in which representatives of the media are invited to an informational meeting and advance materials regarding the content are sent.

Accepted Answer

A news conference is a publicity tool where media representatives are invited to an informational meeting, often with advance materials provided.

Question 8

Toyota unveiled its new off-road-ready package, the 2019 TRD Pro Series for the Tundra, Tacoma, and 4Runner, during the 2018 Chicago Auto Show. The media was invited to the presentation and the launch was widely reported. This is an example of a

Accepted Answer

The event described is a news conference, where media representatives are invited to learn about and report on a new product launch.

Question 9

Publicity tools are

Accepted Answer

Publicity tools involve obtaining a nonpersonal presentation of an organization, product, or service without direct cost, often through media coverage or public relations efforts.

Question 10

Part of the implementation process at Fallon Worldwide for an advertising campaign is to

Accepted Answer

Selecting and scheduling the media is a part of the implementation process, as it involves executing the planned strategy by choosing the appropriate media channels and timing for the advertising campaign.

Question 11

News conferences would most likely be used during which stage of a product's life cycle?

Accepted Answer

News conferences are typically used during the introduction stage to generate awareness and interest in a new product.

Question 12

A news conference is

Accepted Answer

A news conference is an informational meeting where media representatives are invited to hear announcements and ask questions.

Question 13

One of the primary benefits Fallon Worldwide receives by being owned by the holding company Publicis Communications is

Accepted Answer

Being part of a larger holding company like Publicis Communications provides Fallon Worldwide access to extensive research resources that are typically not available to smaller companies, allowing them to benefit from economies of scale in research and development.

Question 14

Fallon Worldwide's planning process for an advertising campaign typically begins with the discovery of

Accepted Answer

Fallon Worldwide's planning process often starts with identifying a "human truth," which is a fundamental insight about human behavior or motivation, derived from research, that can inform and inspire the advertising campaign.

Question 15

An announcement that Apple has just introduced a new version of its iMac Pro computer is an example of which type of publicity tool?

Accepted Answer

A news release is a written or recorded communication directed at members of the news media for the purpose of announcing something newsworthy, such as the introduction of a new product.

Question 16

Advertising agency Fallon Worldwide has a philosophy its management describes as "________ as a business model."

Accepted Answer

The answer of Advertising agency Fallon Worldwide has a philosophy...

Question 17

In planning and obtaining publicity, a frequently used tool is the ________, which is an announcement regarding changes in the company or the product line.

Accepted Answer

A news release is an announcement regarding changes in the company or the product line.

Question 18

Which of these is a publicity tool?

Accepted Answer

The answer of Which of these is a publicity tool?
...

Question 19

The objective of ________ is to inform a newspaper, radio station, or other media of an idea for a story.

Accepted Answer

A news release is a written or recorded communication directed at members of the news media for the purpose of announcing something newsworthy, thereby informing them of an idea for a story.

Question 20

During a recent winter immunization campaign, the Centers for Disease Control and Prevention used the media to encourage all Americans to be vaccinated against the seasonal flu virus. This is an example of a ________, in which the media donated free space and airtime.

Accepted Answer

A public service announcement (PSA) is a message in the public interest disseminated by the media without charge, with the objective of raising awareness or changing public attitudes and behavior towards a social issue, such as vaccination.

Quiz 19: Using Social Media and Mobile Marketing to Connect With Consumers